Read on as Mathieu Ferel explores how AI-powered shopping is transforming e-commerce, reshaping consumer behavior, and challenging brands to adapt in a zero-click world. 

For years, digital commerce has been defined by incremental advancements – better recommendation engines, faster checkouts, and more targeted personalisation. Yet, these improvements still require manual effort from consumers at every stage. Today’s e-commerce experience remains a human-led, decision-heavy process that is ripe for transformation.

The emergence of AI agents changes this paradigm entirely. Rather than assisting users, AI can now autonomously perceive, reason, act, and learn, managing transactions end-to-end with minimal user intervention. This is not a theoretical shift; OpenAI’s Operator, an AI-powered shopping agent, already demonstrates this capability by navigating websites, comparing prices, and completing purchases on behalf of users (OpenAI).

Watch as OpenAI gives a demonstration on their newest AI breakthrough, Operator. Source: OpenAI Youtube Channel

Having seen much evolution across digital and market transformation over the years, I can say that agentic AI is going to be one of the most significant shifts in e-commerce since the advent of online marketplaces. This shift will redefine consumer behaviour, competitive dynamics, and the fundamental economics of digital retail.

The Current State of AI Adoption in E-Commerce

While AI is widely acknowledged as a critical component of e-commerce’s future, most businesses are still in the early stages of adoption. A recent Harvard Business Review Analytic Services report found:

• 90% of e-commerce leaders agree that personalised experiences are now essential
• 70% believe implementing AI in e-commerce is extremely important
• 69% of businesses already using AI report improved efficiency and speed of work

However, the study also highlights key barriers to adoption:

• 55% cite data privacy concerns as a major obstacle
• 49% struggle with a lack of AI expertise within their organisation
• 48% lack a clear AI strategy, hindering their ability to scale AI initiatives (PR Newswire)

These challenges underscore the gap between AI ambition and execution—a gap that will become increasingly unsustainable as agentic AI reshapes the industry.

Agentic AI: A Fundamental Shift in Commerce

AI-powered shopping assistants – think Amazon’s Rufus for example – are already improving product discovery and customer engagement. However, these AI systems operate within closed ecosystems, prioritising engagement within their respective platforms rather than optimising across the broader digital commerce landscape. Agentic AI disrupts this by eliminating platform dependencies. Instead of being confined to a single retailer, independent AI agents will aggregate data across multiple marketplaces and brand websites, ensuring consumers receive the best possible deal, free from retailer bias.

This transformation will drive three major shifts in digital commerce:

1. Consumer Behaviour Will Become More AI-Driven

• Shopping will become a zero-click experience for routine purchases.
• Consumers will increasingly rely on AI agents to negotiate and optimise decisions
  

2. The Approach to Brand Awareness will Need to Evolve

• Top of funnel awareness and traditional branding models will need to evolve to a more tech and data-led approach in order to capture agents, as AI optimises purely for price, quality, and convenience. 
• Mid-to-Bottom funnel optimisation will become critical, especially for brand websites. Brands must optimise product descriptions, ratings, competitive pricing aggressively in order to ensure AI agents rank it highest in algorithmic relevance.  
• Businesses will have to rethink engagement strategies, shifting from static recommendation engines to dynamic AI interactions that adapt in real time.

3. The Digital Advertising Model Could Face Disruption

• If AI agents select products based on data-driven decision-making rather than ads, traditional digital advertising channels could lose influence.
• Retailers will need to find new ways to reach and drive consumer consideration, likely through direct AI-agent partnerships rather than traditional marketing efforts.
  

The Impact of Agentic AI on Beauty, Luxury, and Fashion E-Commerce

For beauty, luxury, and fashion e-commerce brands, the rise of agentic AI presents both challenges and opportunities. Unlike commodity-based e-commerce (where price optimisation is a primary driver), these industries thrive on brand storytelling, exclusivity, and emotional connection with consumers.

Key Challenges for High-End E-Commerce

1. Loss of Control Over the Consumer Journey

• Traditional luxury retail thrives on curated experiences, from personal styling to high-touch customer service.
  
• AI agents prioritising price and efficiency may disrupt these personalised shopping experiences unless brands proactively shape how AI interacts with their offerings.

2. Threats to Brand Loyalty

• High-end brands invest heavily in brand equity, yet AI agents could commoditise purchases, pushing consumers toward transactional decision-making rather than aspirational brand experiences.

3. Erosion of Exclusivity in Digital Commerce

• Many luxury brands rely on controlled distribution and selective availability.
• AI’s ability to scan and compare multiple marketplaces in real time could expose price inconsistencies and impact perceived exclusivity.

How Beauty, Luxury, and Fashion Brands Should Prepare

1. Build a strong data foundation

• Without clean, well-structured data in place, AI integration will lack relevance and impact.
• Audit existing data, invest in a customer data platform (CDP), and ensure data compliance.

2. Develop AI-Friendly Brand Strategies

• Ensure brand positioning and storytelling are embedded into AI-driven search and shopping assistants.
• Partner with AI platforms to influence how products are presented and recommended within agentic commerce systems. 

3. Redefine Personalisation Beyond Price Optimisation

• AI agents can optimise purchases based on factors beyond just cost—such as quality, sustainability, and craftsmanship.
• High-end brands should focus on teaching AI to prioritise brand values, consumer trust, and product uniqueness.

4. Strengthen Direct-to-Consumer (DTC) Relationships

• Brands that rely solely on third-party marketplaces risk losing control over their customer data and experience.
• Investing in AI-driven loyalty programs and personalised experiences on owned platforms and physical channels will be critical.

5. Leverage AI for Digital Clienteling

• AI-powered personal shoppers could enhance rather than replace luxury retail experiences.
• Brands should explore AI-powered concierge services that align with their high-touch customer service models.

AI-Readiness: Key Challenges for E-Commerce Brands

Despite AI’s clear benefits, most companies are not yet prepared for full-scale AI adoption. A survey by ePlus found that:

• 76% of organisations have not yet reached AI maturity
• 42% are still in an exploratory “AI-curious” phase
• Only 24% consider themselves fully AI-mature (PR Newswire)

Strategic Recommendations for AI Adoption in E-Commerce

For beauty, luxury, and fashion brands, success in the era of agentic commerce will require rethinking digital strategy from an AI-first perspective:

• • Invest in AI-driven brand storytelling to maintain relevance in automated shopping environments.
  • Prioritise owned data to reduce reliance on external marketplaces and AI-driven aggregators.
  • Develop premium AI-driven customer service tools to preserve the exclusivity and per

The future of agentic commerce is not just about automation—it’s about adaptation. High-end brands that proactively shape how AI represents their products and engages their customers will be the ones that emerge stronger in the next era of digital retail.

*About the author: As a Partner and Co-founder at Singulier, Mathieu Ferel champions the firm’s efforts in driving digital innovation and growth for clients with a specialisation on consumer brands and luxury sector. Mathieu’s expertise encompasses strategic consulting, operational execution, and leveraging advanced technologies to optimize business performance – positioning him as a trusted advisor for Singulier’s clients. Follow him on LinkedIn here: Mathieu Ferel LinkedIn page